Brand

Definition

A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. [1]

An advertised brand or manufacturer’s brand is one that is owned by an organization (usually a manufacturer) that uses a marketing strategy involving substantial advertising. It’s usually a consumer product, though it need not be, and is contrasted with a private brand, which is owned by a retailer  and not normally advertised heavily. [1]

An authentic brand is one that delivers on its promises in a sincere and engaging way. It is clear and consistent about what that brand stands for and is culturally relevant to its target market. According to a survey of 1,000 consumers cited in an August 2014 Marketing Week article, the eight values that make up an authentic brand are “the abilities to be genuine, original, unique, expert, visionary, passionate and honest, and finally integrity.” [2]

family brand

A group of goods sharing the same family brand.

An individual brand is a separate brand identity given to a specific, individual product, as differentiated from other products in the market and from other items in the product’s own line. [1]  Examples include Cheerios and Total cereals (General Mills) as well as Crest toothpaste (P&G). [4]

A family brand (or umbrella branding) refers to when a manufacturer uses the same brand name on two or more individual products. The product group may or may not be all of that firm’s product line. The individual members of the family may also carry individual brands to differentiate them from other family members. [1]  See family packaging.

Brand switching is a purchasing pattern characterized by a change from one brand to another. [1]

Brands as Intangible Assets

Brand standards published by the International Organization for Standardization (ISO) state that a brand “is an intangible asset” that is intended to create “distinctive images and associations in the minds of stakeholders, thereby generating economic benefit/values.” [3]

See Also

Brand image
Brand knowledge
Brand personality

References

  1. American Marketing Association, AMA Dictionary.
  2. Marketing Week, How to Be an Authentic Brand, 19 August 2014.
  3. International Organization for Standardization, Brand Evaluation — Principles and Fundamentals.
  4. Govoni, N.A. Dictionary of Marketing Communications, Sage Publications. (2004)

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